The South Korean label joined up with five creative Londoners to rework their classic 'No. 51 coat' for a charity auction at Selfridges

This week, South Korean label Wooyoungmi and London's Selfridges store will be working together celebrate the creativity of the city by joining forces with five creative Londoners. The likes of jewellry designer Jordan Askill, set designer Gary Card, menswear blogger Steve Salter,Selfridges menswear buyer Reece Crisp and Dazed Digital editor David Hellqvist will be collaborating on the project, taking the opportunity to re-imagine the classic Wooyoungmi coat ‘No. 51’.

The pieces will be exhibited at a special pop-up event in Selfridges, where 10% of the sales of the unchanged coat, and 100% of the five customised ones, will be donated to Art Against Knives, a charity using creativity to tackle the problem of knife crime amongst London’s youth. The Paris-based label, which is on a European charm offensive, has impressed with their latest few collections on the French catwalk, and this project is another step for Wooyoungmi to fully integrate themselves into the British market.

There will be an opportunity to own one of these five unique Wooyoungmi Collaborator coats with a live auction running on the Wooyoungmi Twitter space. 100% of the proceeds made via this auction will be donated to the charity Art Against Knives. The auction will run from midday October 28, closing at midnight November 3. To tweet, use @ woo_youngmi @ reececrisp / wooyoungmi 'amount bid'.